Informational influence 2 normative influence aka

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Unformatted text preview: Influence (a.k.a. utilitarian influence) 3. Identification Influence (a.k.a. value expressive) 7-12 Reference Group Influences on the Consumption Process Consumption Consumption Situation Determinants of Reference Group Influence 7-13 Reference Group Influences on the Consumption Process Consumption Differential Reference Group Influence on Differential Product Versus Brand Choice Product 7-14 Communications within Groups and Opinion Leadership WOM Opinion Leaders Market Mavens, Influentials, and e-fluentials Marketing and Online Strategies 7-15 Communications within Groups and Opinion Leadership WOM Versus Advertising (% who put people vs. advertising as best source) 7-16 Communications within Groups and Opinion Leadership Opinion Leaders An opinion leader is the “go to person” for specific opinion types of information. This person filters, interprets, and passes along information. Opinion leaders possess enduring involvement for specific product categories. This leads to greater knowledge and expertise. Opinion leadership is category specific – an opinion leader in one product category is often an opinion seeker in others. 7-17 Communications within Groups and Opinion Leadership Mass Communication Information Flows 7-18 Communications within Groups and Opinion Leadership Situations in Which WOM and Opinion Leadership Occur The exchange of advice and information between group members can occur directly via WOM in the following situations: Likelihood of Seeking an Opinion Leader 1. Individual seeks information from another or 2...
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This document was uploaded on 04/06/2014.

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